The man responsible for Tesco's trials, Grant Harrison, attended a conference where Clive Humby was speaking.

[13] Founded in Manchester, UK, KSS Retail operated as a separate business unit until October 2015, when it was rebranded as Dunnhumby Price and Promotion Archived 27 January 2016 at the Wayback Machine.

[15] Founded in 2001, BzzAgent runs word-of-mouth networks in North America, Brazil and the United Kingdom, enlisting unpaid volunteers to try products from companies including Procter & Gamble, Unilever and L’Oréal, then share opinions about those products with others, in-person and online.

[17] Berlin-based global advertising technology firm Sociomantic Archived 25 October 2014 at the Wayback Machine was acquired by Dunnhumby in 2014,[18] according to Dunnhumby's then CEO Simon Hay, to improve customers' online experiences by "mak[ing] online content personalised for people, based on what they actually like, want and need.

"[19] The company, founded in 2009, uses real-time bidding technology to purchase and display personalized digital advertising in milliseconds.

[22] In April 2015, The Kroger Company announced it would buy much of Dunnhumby USA and create a new consumer insights subsidiary called 84.51°, effective immediately.